It’s time to talk about the final component of World Class CX: Art. The dessert. The frills. The fun stuff.

You can’t have a successful business without these first two ingredients:

1. Core Values: the “soul” of the business, what you stand for, your commitment to your customers

2. Structure: the “body” of the business: its muscles, sinew and circulatory system. The stuff that holds it together and makes it work.

Only when these foundational layers are securely in place can we turn our attention to the final layer, Art.

Art could also be called Magic. And magic happens when you anticipate a customer’s unspoken needs. Things they themselves may not realize they want or need. This is true whether your business is a highbrow spa or a local-color brewpub.

If you’re not psychic, the way that this happens is that you pay close attention to what your guests want and need, and you codify that as part of your system. So that when customer number ten thousand walks through the door, you dazzle her with small touches that elevate the CX to art.

Art is all relative. A friend and I were comparing notes about the warm blankets provided at the outpatient surgical center we’d recently visited. You’d think we’d visited the St. Regis.

Art is the level of CX where we “exceed expectations.”

As such, Art is a fragile flower. It only grows if it is fed by Core Values and protected by solid Structure. A lot of businesses want to skip right to Art, because it’s fun, the dress-up part of “playing store.” A lot of businesses think that Art means spending a lot of money decorating your restaurant or hiring pretty people. However, you can’t exceed expectations if you haven’t even met them in the first place. (No, you don’t get to skip to the head of the class because of your shagreen banquettes.)

We’ve all been in gorgeous retailers, where every effort and expense has been expended to dazzle you–yet it falls flat. You’re not greeted warmly. The staff doesn’t know their inventory. You walk out without making a purchase. Art, schmart.

Maybe it’s the new restaurant with the marquee-name chef, million dollar kitchen and the spectacular hostesses helming the podium. You eat there once and, though you can’t fault them for anything, you just don’t see a reason to return.

Art isn’t just for the high end–though it’s essential if you’re going to compete in the stratosphere. Art doesn’t have to be expensive. It’s not just about fountains or new signage or expensive floor coverings. In fact, much of what turns into Art in your CX is human-generated. And a lot of it is discovered accidentally.

Artful CX is generated by:

freshness

creativity

thoughtfulness

anticipation

ease

exploration

refreshment

authenticity

But if we are to make this tangible, let’s identify some of the best artful touches:

If that list doesn’t look dazzling, there’s a reason. The best “magic” is human-scaled.

You can already tell that Art is a much more elusive quality than the two components we’ve already discussed. Not every business manages to get here. Not every business can provide its employees the freedom to create art…because art isn’t made with cookie cutters.

In the upper stratospheres of the marketplace, Luxury Consultants are making it harder to be magical. There is a lot of heavy-handed engineering of artful experiences these days, in the five-star world. While we appreciate the effort, it often feels just like that: effort. The creation of faux “rituals” is one trend that can be downright embarrassing. (Quasi-indigenous faux rituals are the worst.)

So where do you look for inspiration? The biggest focus groups in the world: online review sites like Yelp and Trip Advisor. Sure, there is a lot of information there about what annoys people who visit you and your competitors. But just as important, there is a lot of information there about what delights people, much of it small and affordable stuff.

Art isn’t made once and then permitted to gather dust. Art is “made fresh daily,” over and over. That takes energy, effort, and leadership. It takes good examples. It also requires supporting risk-taking by your front line and supervisory employees.

Many good Systems begin life as Art. When a “delighter” is discovered, it’s often worth codifying as a system. Back to our dinner at Shadowbrook and the question about whether we were celebrating a special occasion. That question was probably discovered by an on-the-ball server, who shared the idea with others, until it eventually became part of the System. Yet it still functions as Art, creating opportunities to delight guests, who feel that our needs have been anticipated.

Roots, Structure, and Art: put these three components together effectively and you’ll have a supply of loyal customers that lasts as long as you’re willing to Make it Fresh Daily.